For the past two years, our team has enjoyed the privilege of working with the Jacksonville Jazz Festival. Tasked with scaling the storied festival’s digital presence and delivering a sharp increase in VIP and special ticket sales, we’ve focused our efforts primarily on driving appropriate traffic to a new website and on building a larger, more engaged digital community.
Leading into the 2016 festival, we laid the foundation for future growth, but in both years, were incredibly proud to have delivered sellout crowds at ticketed portions of the event. In 2017, however, we really saw things take off as the digital conversation around the festival grew tremendously in size and reach.
This year, social channels quickly became the City of Jacksonville’s primary medium for interacting with attendees in a customer service capacity. Our social media team worked to respond to everyone who replied, commented, shared, messaged, or interacted with Jazz Fest via any digital medium within just a few minutes. With quick, personal responses to inquiries readily available, fans turned to social media for answers, and enjoyed engaging with the channels more frequently as they were consistently rewarded with return engagement.
Our website design team reviewed daily reports and performed constant updates for 2-3 months leading into the festival and throughout to help ensure that user experience reflected ever-changing user priorities. In directing social users to the website for more information during interactions, the growth in traffic from an appropriate audience that often viewed multiple pages complemented an SEO strategy that’s now helping Jacksonville’s Jazz Fest compete with similar events on a national scale.
We’ll continue to tweak, expand, and improve our approach as we plot toward another growth year in 2018. But in the spirit of pausing to reflect on our 2017 success, our creative team produced this infographic to illustrate what the Jacksonville Jazz Fest’s digital conversation looked like around this year’s festival.
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